Amazon Brand Store: How to Create a Storefront That Sells, from Brand Registry to Store Insights (2026)
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An Amazon Brand Store is a free, multi-page storefront on Amazon that brand-registered sellers build to showcase their full catalogue and tell their brand story, separate from any single product listing and free of competitor ads. It requires Brand Registry to create. Done well, it lifts conversion on the traffic you send to it and gives you analytics a standard listing does not. If you came here looking for the Amazon Influencer Program's storefront, that is a different product, covered in the next section.
Brand Store vs influencer storefront: which one you are looking for
Amazon has two different things people call a "storefront". A Brand Store is what a seller builds through Brand Registry to showcase their own products; this is what this guide covers. An influencer storefront is a separate page that creators build through the Amazon Influencer Program to recommend products (including other brands' products) and earn commission, a different programme with its own eligibility and setup process.
If you are a content creator looking to set up a recommendation page rather than a seller building a store for your own catalogue, Amazon's Influencer Program page is the right place, not this guide.
Eligibility: Brand Registry and what you need first
To create a Brand Store you need to be enrolled in Amazon Brand Registry, hold an active Professional selling plan, and own or have documented permission to represent the brand. Brand Registry itself requires a registered trademark and supporting documentation, so if you are not enrolled yet, that is the first item on the list.
Brand-registered sellers also gain access to A+ Content (formerly Enhanced Brand Content), which improves listing pages with richer visuals and text and works alongside the Store to tell a consistent brand story.
How to create your Amazon storefront, step by step
Log in to Seller Central, go to Stores, select Manage Stores, choose your registered brand and click Create Store.
Choose a template. Product Grid suits large catalogues, Marquee suits brand storytelling, Highlight spotlights best-sellers or a featured collection; Amazon offers others. Pick the one that matches your objective, then tailor it to the brand.
Add content tiles to the homepage: product tiles, lifestyle imagery, video, text blocks and navigation. Keep branding consistent across every tile (colours, fonts, tone) so the store reads as one coherent brand rather than a patchwork.
Build sub-pages organised by category, use case or audience (by product line, or pages such as "Eco-Friendly Travel Accessories" or "Back-to-School Essentials") rather than leaving everything on one homepage. This gets a visitor where they want to go faster and helps Amazon understand what each page is about.
Name pages and write text blocks for search, not just for looks. Label each page with a high-intent phrase ("Wireless Headphones for Runners", not "Page 1"), use clear descriptive copy in headers and banners, and tag every product tile with the correct ASIN; untagged products do not show up in the store's analytics.
Submit the store for review. Amazon checks for policy compliance (accurate claims, appropriate content, working links) before publishing; incomplete pages and broken navigation are common rejection causes.
Publish once approved, then promote the store's URL everywhere you have a presence: social bios, email, ads and packaging inserts.
Setting the store up takes hours rather than days. Keeping it performing is the ongoing work, covered below.
Store structure and layouts that convert
Organise sub-pages around how customers think about your catalogue, by use case or audience rather than internal product codes. A strong homepage leads with a clear hero that establishes the brand, uses lifestyle images that show products in use rather than plain studio shots, and keeps navigation to one or two clicks to any product. Comparison-style modules help when a brand sells several versions of a similar product and shoppers need to tell them apart quickly. Short explainer videos (product demos, the brand story) keep visitors on the page longer, and the Amazon product images post covers the image standards that apply here as well as on listings.
Check the store on a phone before you publish. Most Amazon browsing is on mobile, and a layout that looks right on a desktop can bury the navigation on a small screen.
Three general shapes worth knowing, without describing any specific brand's store: a catalogue-first store built on the Product Grid template for brands with many SKUs and less need for narrative; a story-first store built on Marquee-style modules for brands where the founding story or mission is the differentiator; and a hybrid that opens with a brand-story hero, then moves into a structured product grid.
The mistakes that undo a good store: a cluttered design that gives the visitor no path; no sub-pages, so the whole catalogue sits on one page; ignoring the search side, so pages have no findable names; and set-and-forget, where the store goes live and is never touched again.
Driving traffic to the store
Sponsored Brands ads can use the Store as their landing page instead of a single product listing, useful when you want to introduce a shopper to the full catalogue rather than one item. The store's URL works outside Amazon too, in social bios, email campaigns, ads and packaging inserts, and sending that traffic to the Store rather than a listing gives you control over the shopping experience without competitor ads alongside. For traffic from outside Amazon, Amazon Attribution shows which off-Amazon channels are actually driving Store visits and sales.
Brand Follow lets returning customers opt in to see new launches and updates from your brand directly, worth mentioning to repeat customers and in post-purchase messaging.
Store Insights: what to measure
Store Insights reports visitors, page views, sales attributed to Store visits, top-performing pages and products, and which traffic sources (ads, organic, external) are driving them. A store that is working shows page views and attributed sales trending up together, not visits without conversion.
Check monthly at minimum: which pages get the most traffic, where visitors drop off, and whether a specific external channel (an Instagram campaign, say) is worth a dedicated page inside the Store built to match that campaign's messaging. Use the pages that already perform to introduce new products, and test banners and layouts on them rather than on pages nobody visits.
Keep the store current: new launches, seasonal promotions, refreshed lifestyle content and featured collections. Amazon's scheduling tools let you build event pages (Prime Day, Black Friday) in advance and set them to go live on the day.
Keeping the store consistent with listings and support
The Store, your product listings and A+ Content should all tell the same story in the same voice; a shopper moving between your Store and a listing should not feel they have landed on two different brands. Amazon listing optimization covers the listing side. That consistency extends into buyer messages and packaging too: the tone a customer meets in your Store is the tone they should meet in a reply to their question.
The Amazon's Choice badge post covers the placements and badges that can appear alongside your listings and reinforce, or undercut, the same brand impression.
After the click: the support side of a branded store
A buyer who found you through your Brand Store arrived with a stronger impression of your brand than someone who landed on a bare listing, and expects that same voice if they message you afterwards. A generic, unbranded template reply undoes some of what the Store just built.
Messages arriving with the order already attached mean a reply can reference the specific product and situation immediately rather than starting from scratch. Templates written in the brand's actual voice, not a generic support script, keep that consistency going. None of this changes the 24-hour response rule; a well-branded store does not buy extra time on a slow reply. See Amazon helpdesk software for how eDesk connects to Amazon messaging.
FAQ
What is an Amazon Brand Store?
A free, multi-page storefront on Amazon that brand-registered sellers build to showcase their catalogue and tell their brand story, separate from individual product listings.
How do I create an Amazon storefront as a seller?
Enrol in Brand Registry, hold a Professional selling plan, then build the store in Seller Central's Store Builder: choose a template, add content tiles, build sub-pages, and submit for review before publishing.
Do I need Brand Registry to have an Amazon Store?
Yes. Brand Registry is a prerequisite, and it requires a registered trademark and supporting documentation.
Is an Amazon storefront free?
Yes. There is no fee to create or maintain the Store itself. Any traffic you drive to it through Sponsored Brands or other advertising carries its own ad cost, and creative assets cost whatever you spend on them.
What is the difference between an Amazon Brand Store and an influencer storefront?
A Brand Store is a seller's own catalogue showcase, built through Brand Registry. An influencer storefront is a separate page that content creators build through the Amazon Influencer Program to recommend products and earn commission, a different programme entirely.
How do I get a link to my Amazon storefront?
Once published, your Store has its own shareable URL, found in Store Builder in Seller Central. Use it in social bios, email and packaging to send outside traffic directly to your full catalogue.
Ready to make sure every message after the click matches your brand?
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